Mobile App Features in Fashion Retail and Their Impact on User Satisfaction

Abstract

The stationary fashion retail sector faces significant pressure from the rise of e-commerce. With the increasing ubiquity of smartphones and mobile applications, the lines between digital and analog spaces are blurring. This shift presents new opportunities for retailers, such as in-app product availability checks and the integration of augmented reality technologies. Fashion retailers are challenged with evaluating numerous possibilities for app development, all while considering their impact on customer satisfaction. This study investigates 15 potential features for fashion retail apps, categorizing them using the Kano model. The analysis reveals that 8 features are excitement generators, 5 are indifferent, and 2 are basic requirements. Specifically, features like coupons, in-app product availability display, and digital receipts were found to contribute most significantly to customer satisfaction. Conversely, the absence of assortment display, product availability information, and store information were identified as major drivers of dissatisfaction. These findings offer crucial insights for the development of effective smartphone applications in the fashion retail industry. Furthermore, the applicability of these insights to other industries and countries represents promising avenues for future research.